Wincarnis motor & cyclist map of England.
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
By sponsoring and branding a highly useful utility item (a map) for a growing demographic (motorists and cyclists), the brand inserts itself into moments of leisure and travel, guaranteeing repeated impressions over a long period.
Steal this when
You want to create a long-lasting promotional item by branding a utility tool that your target audience relies on frequently.